NORWEGIAN CRUISE LINE PRIMA EVENT SERIES

A Reflection of Iceland's Beauty Fire and Ice 

A "be-the-firsts" christening experience, elevated celebrations, and Katy Perry

Longtime partner and favored friend, Norwegian Cruise Line and VIVA have been working together for many fruitful years. In the early 2000s, NCL was preparing to launch their new cruise ship line with Prima being the first of six new ships in its Prima-class. Based on our successful shared history, NCL knew that it had (and continues to have) a trusted and capable partner with VIVA. 

Designed as a ship to elevate every expectation, Prima was a guiding light when it came to development and execution. As a result, the theme (“Be the Firsts”) was born for the first in a series of ships under this name, the first ship christening in the history of Iceland, and the biggest event in Iceland’s history. VIVA was first in line for the challenge.

For the inaugural christening strategy, VIVA developed a roadmap that included the creation of a memorable/high-profile christening experience, secured global media coverage, and developed a chic/elegant/highly-branded environment inspired by Norwegian Prima’s modern, spacious aesthetic. This sophisticated and fun atmosphere was amplified across a two-night celebratory event series, followed by the actual cruise deployment. 

On night one, Norwegian Prima guests and attendees enjoyed a unique and culturally-immersive evening at the Harpa Concert Hall, home to the Iceland Symphony Orchestra and The Icelandic Opera, in the heart of Reykjavik for “The Art of Iceland.” Invitees were introduced to the wonderfully diverse culture of Iceland and its people, arriving at an imaginative welcome: Fire & Ice Plaza – a combination of performance art and installation. The night continued with a cocktail reception, multiple artistic displays, an a cappella staircase serenade, performances, and a show-stopping stage program featuring popular Icelandic artists (Icelandic Girls Choir, Icelandic Symphony Orchestra, Icelandic Dance Company, and Bríet). By the end of the evening, guests left with a deeper understanding and appreciation for Icelandic culture.

VIVA ushered forward night two, continuing the high-class excitement with the Christening Ceremony and celebration. NCL Prima guests enjoyed a curated exciting and once-in-a-lifetime experience aboard the ship. From the state-of-the-art Prima Theater to dozens of satellite venues throughout the ship, 1,200+ attendees were able to become part of the experience, in addition to thousands of guests livestreaming across the globe. The NCL Prima Christening program included key executives, invited clergy for the official blessing, Kristin Kloster, popular Icelandic musical act, Daði og Gagnamagnið, and the iconic pop sensation, Katy Perry – who also served as the ceremonial Godmother for the ship in addition to closing the show with a show-stopping performance. VIVA’s creative capabilities were the highlight of the evening as we ensured excellence at each touchpoint.

Outcome

• Created a memorable high-profile, and one-of-a-kind Christening experience that introduced Prima and NCL’s next groundbreaking class of ships  
• Award nominations: “Best Cultural Event,” “Best Staging and Set Design,” and “Best Invitation Only Event” 
  
• Secured global media coverage that positioned Prima as a first in the industry 
  
• Increased awareness, bookings, media coverage, and social media engagement through a series of live streams that included a special kickoff event in Reykjavik, Christening event, and on-location shore-ex live steams 
• Set new standing for innovation among ultra-premium brands – provided first-in-class hospitality at every touchpoint 
• Customer journey mapping, Scenic design and build, Full production & management, Content development, and execution of elements, Venue sourcing and team integration 
• Design and produce the multi-day event series, Full production and management, Content development and execution of elements, Venue sourcing for all locations, VIP entertainment management, Innovative scenic design 
• Largest event that NCL has ever put on in fifty-four years 
• Overcame logistical challenges – flying in 2,600+ guests into Iceland (which the city was not setup for), having the largest embarkation at the port of Reykjavik, largest local labor call in Reykjavik history, care pre-planning/loading/storage/setup of over forty-five AV setups in twelve different venues